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To send one for his 21st better day party, james hirschdale was shocked he couldn't find a classy digital invitation on the web. >> i was between a rock and a hard place because i didn't have a budget to send paper invitations but i also found that the existing products for sending invitations online were not as customizable, not as beautiful, as what i would have wanted. >> the internet was full of sites that were a little bit more junkie, a little more low-end. didn't feel high-touch, didn't have that emotional quality. >> reporter: james, a sophomore in college, saw an opportunity. what bet...

Didn't have a budget to send paper invitations. but i also found that the existing products for sending invitations online were not as customizable and not as beautiful as what i would have wanted. >> james, a sophomore in college, saw an opportunity. the idea was simple. create a company that could effectively translate the look and feel of a tangible high-end paper invitation to the digital realm. the first person he shared his concept with was his sister alexa. >> he kept talking about the tooth of the paper. i didn't know paper had teeth. that idea of starting out with something that had a...

We've reported on a lot of small businesses that have disrupted industries in a significant way. one of them is paperless post which shook up the traditional stegsery business. started by a brother and sister team their online innovation was an inviting change for consumers. if you're like most americans, your life has gone electronic. you shop, bank, pay your bills, and send e-mails all online. and even though there are plenty of ways to send digital invitations, when it came time to send one for his 21st birthday party, james hirschfeld was shocked he couldn't find a classy digital invitatio...

And even though there are plenty of ways to send digital invitations, when it came time to send one for his 21s birthday party, james hershfield was shocked he couldn't find a classy invitation anywhere on the web. >> i was kind of stuck between a rock and a hard place because i didn't have a budget to send paper invitations, but i also found that the existing products for sending invitations online were not as customizable and not as beautiful as what i would have wanted. >> the internet was full of sites that were a little bit more junky and low end. it didn't feel high-touch and have that e...

To send one for his 21st birthday party, james was shocked he could not find a classy digital invitation anywhere on the web. >> i was between a rock and hard place because they did not have a budget to send paper invitations, but i also found the existing products for sending invitations online were not as customizable and not as beautiful as what i would have wanted. >> the internet was full of sites that were a little more junky and low end and didn't feel high touch or have that emotional high quality. >> james, a sophomore in college saw an opportunity, and what better place than harvard ...